数字音乐产业的发展趋势及商业模式创新

Development Trends and Business Model Innovation in the Digital Music Industry

当前,数字音乐产业主要有收费下载、广告分润、会员增值服务和社交音乐平台等4种商业模式,其中存在音乐质量和下载费用的平衡、广告过多和广告质量的不可控性、强制用户购买会员服务、潜在的用户数据滥用和泄露的风险以及管理成本高、侵犯版权等问题。随着互联网和数字技术的飞速发展,数字音乐市场中消费者力量的崛起,打破了传统音乐市场的博弈均衡,逆转了商业模式,并进一步影响数字音乐产业价值链。在生产端,音乐内容的生产方式从人工到人工智能,科技力量扮演的角色愈发重要;在消费端,知识产权从垄断到去中心化,区块链技术将逐渐打破音乐版权的垄断基础;在音乐的寻找方式方面从搜索到个性化推荐,音乐的差异化需求逐渐得到满足。未来,数字音乐产业的商业模式将不断创新。流媒体订阅模式能满足用户对便利性、灵活性以及作品丰富性的需求;音乐IP化将进一步挖掘具有IP特征的音乐作品价值;音乐社区模式将在现有的平台模式下提供更有价值的音乐内容和更好的社交功能,形成独特的音乐社区特色和亮点。而全方位沉浸式体验模式将使用户可以通过数字音乐平台进入虚拟音乐世界,得到更加全面的沉浸式音乐体验。

At present,the business models of the digital music industry mainly include four models:paid downloads,advertising profit sharing,membership value-added services,and social music platforms.However,there are balance between music quality and download costs,excessive advertisements,and uncontrollable advertising quality,forcing users to purchase membership services,potential risks of user data abuse and leakage,high management costs,and copyright infringement.With the rapid development of the Internet and digital technology,the rise of consumer power in the digital music market has broken the game balance of the traditional music market,reversed the business model,and further affected the value chain of the digital music industry.On the production side,the production method of music content changes from manual to artificial intelligence,the power of science and technology is becoming more and more important;on the consumer side,intellectual property rights have changed from monopoly to decentralization,and blockchain technology will gradually break the monopoly foundation of music copyright.The way to find music has changed from search to personalized recommendation,and the differentiated needs of music have gradually been met.In the future,the business model of the digital music industry will continue to innovate.The streaming subscription model can meet the needs of users for convenience,flexibility and richness of works;music IP will further tap the value of music works with IP characteristics;the music community model will provide more valuable music content and better social functions in the existing way,forming unique music community features and highlights.The all-round immersive experience mode will allow users to enter the virtual music world through the digital music platform and get a more comprehensive immersive music experience.